Essentials of Marketing Research: Putting Research Into Practice

Essentials of Marketing Research: Putting Research into Practice, an exciting new practical guide by Kenneth E. Clow and Karen E. James offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.

Table of Contents

Section 1 – Introduction to Marketing Research
Chapter 1 – The Role of Marketing Research
Chapter 2 – The Marketing Research Process
Section 2 – Types of Marketing Research
Chapter 3 – Secondary Data and Research
Chapter 4 – Qualitative Research
Chapter 5 – Observation Research
Chapter 6 – Survey Research
Chapter 7 – Experimental Research
Section 3 – Sampling and Measurement
Chapter 8 – Sampling Procedures
Chapter 9 – Measurement Methods
Chapter 10 – Marketing Scales
Chapter 11 – Questionnaire Design
Section 4 – Analyzing and Reporting Marketing Research
Chapter 12 – Fundamental Data Analysis
Chapter 13 – Analysis of Differences and Regression Analysis
Chapter 14 – Research Reports and Presentations
Appendix: Careers in Marketing Research